Driver Ryan Newman at Caterpillar dealer Ring Power with Ring Power customers. Relationships built at the track between businesses are driving wholly unique sponsorship deals through NASCAR race teams such as Richard Childress Racing (RCR)

When it comes to the value of sponsorships, no sport feels them as their life blood like NASCAR. Unlike other professional sports such as Major League Baseball or the National Football League where clubs are under a league structure, NASCAR is a sanctioning body that sees individual racing teams as their own businesses. For teams to be sustainable, corporate sponsorships are a key revenue source. Sponsor logos adorn the cars, driver apparel, and more to make the high cost of racing each season possible.

While fan loyalty to those companies and brand exposure are the most obvious part of these agreements, NASCAR has provided an exceptional platform for the corporations that sponsor teams to build business-to-business relationships that no other sports league can offer.

And while all NASCAR teams are part of this dynamic, none may be focusing on it more than Richard Childress Racing (RCR). The race team is home to more than 40 corporate partners, including 12 Fortune 500 companies including The Dow Chemical Company, Caterpillar, Menards, Coca-Cola, Grainger, Chevrolet, AAA, Bass Pro Shops, American Ethanol, VF Corp., Pfizer, Rheem & Bosch.

Through interviews, here’s how executives at The Dow Chemical Company (NYSE:DOW), W.W. Grainger (NYSE:GWW), and Caterpillar, Inc. (NYSE:CAT) all use their sponsorship agreements in ways that foster direct business relationships.

NASCAR Provides Unparalleled Accessibility

While businesses may get the occasional meet-and-greet with a professional athlete, no sport has embraced accessibility like NASCAR. Drivers, teams, and owners can be seen talking with partners both at the track and in-between weekend events.

For W.W. Grainger, accessibility was one the core reasons they got involved with NASCAR, specifically with Richard Childress Racing.